Account Penetration Programs
| Revenue Growth | Product Penetration |
Most sales and marketing professionals know that the biggest potential for
revenue growth lies with existing customers. Two of the most effective ways for
marketers to grow existing accounts is through product penetration and account
- Product Penetration - Studies have shown that existing customers are
typically the best source for future revenue. Because of the existing
relationship, it typically is less costly to generate revenue from existing
customers than from prospecting new customers. Yet, too often, customers
remain an untapped asset. Product penetration is usually the "lowest hanging
fruit" in a revenue growth strategy.
- Account Penetration - In the business-to-business environment, customer
relationships are often limited to one department or one group of buyers in
a company. Yet, within that customer account, there are many potential
buyers of a given product and service. As with product penetration,
companies generally are more successful generating revenue by penetrating
existing accounts than through prospecting. Yet, account penetration is an
overlooked source of incremental revenue.
A product penetration and account penetration program will help grow your
business and solidify customer relationships. Our analytical tools,
communications plans, and relationship management programs will help you
generate incremental revenue while increasing customer value.